Name: Anusha Shaikh
Course No: MC-401
Seat No: - B23177006014
Major Department: Sociology
Title: Media and Public Opinion: Does Media Shape
Public Opinion?
Submitted to: Miss Sundas Ismail
Media and Public Opinion: Does Media
Shape Public Opinion?
Introduction
Media is one of the most powerful institutions in the modern world. Whether it’s news,
entertainment, or social platforms, media plays a huge role in influencing how people think,
feel, and respond to events. From political elections to social justice movements, we’ve seen
how the media can build or destroy narratives. But the real question is: does media shape
public opinion, or does it merely reflect it?
1. Media Sets the Agenda
Media doesn’t just report the news—it decides what counts as news. This is called agenda-
setting, a theory developed by McCombs and Shaw. When news outlets repeatedly highlight
certain topics—like terrorism, inflation, or political corruption—these topics begin to
dominate public conversations. People start to believe these are the most important issues,
even if they personally haven't experienced them.
Example: In Pakistan, when the Panama Papers scandal broke in 2016, media coverage ran
24/7 for weeks. This led to massive public pressure on Nawaz Sharif, eventually resulting in his
disqualification as Prime Minister.
2. Framing Creates Bias
Media also frames issues in a particular way—choosing words, images, and tone that influence
how the audience interprets events. For instance, calling someone a “freedom fighter” vs.
“terrorist” changes how people view them, even if their actions are the same.
Example: In Western media, the Israel–Palestine conflict is often described as “clashes” or
“self-defense” when reporting Israeli airstrikes, while Al Jazeera focuses on “civilian deaths”
and “occupied land.” The framing influences public sympathy on either side.
3. Social Media and Opinion Echo Chambers
Social media has made it easier than ever for people to find and follow only the information
that matches their beliefs. This creates echo chambers, where users are only exposed to
content that confirms their views, making it harder to accept opposing opinions. Algorithms
on platforms like Facebook and Twitter push content that is emotionally engaging—even if it’s
misleading.
Example: During COVID-19, WhatsApp and Facebook in Pakistan were flooded with fake
vaccine rumors. Despite official announcements, many refused vaccination due to
misinformation shared in family or religious groups.
4. Emotional Influence and Fear Creation
Media can also manipulate public emotions—especially fear. News headlines often use strong,
emotional words like “crisis,” “disaster,” or “breaking” to grab attention. Constant exposure to
such language can shape negative perceptions and cause public panic.
Example: In Pakistan, whenever fuel price hikes are announced, media coverage and breaking
news alerts cause mass panic. People rush to petrol pumps to hoard fuel—even before the
hike takes place.
Real-Time Examples
a. 2014 PTI Azadi March (Pakistan)
TV channels like ARY and Dunya News gave Imran Khan’s sit-in massive coverage, portraying it
as a historic movement for justice. Public support for PTI increased, especially among the
youth. At the same time, channels like Geo News criticized the protest for threatening
democracy—showing how media shaped opposing public views.
b. #MeToo Movement in Pakistan
When Meesha Shafi accused Ali Zafar of harassment in 2018, social and electronic media
exploded with divided opinions. Some supported her, others attacked her credibility. Media
gave voice to a conversation that was previously taboo, changing how society viewed
workplace harassment.
c. India-Pakistan Pulwama Attack (2019)
After the Pulwama attack, Indian media heavily promoted nationalist content. Pakistani
media responded with its own narrative. Public opinion on both sides became extremely
polarized. It showed how media inflamed national emotions during a sensitive time.
d. Gaza–Israel War (2023)
Videos and images shared on Instagram, TikTok, and X (formerly Twitter) brought uncensored
visuals from Gaza to the world. While mainstream Western media maintained a more neutral
tone, social media shaped a massive global wave of support for Palestinians, especially
among youth.
e. Pahalgam Attack (2025)
In April 2025, a militant attack in Pahalgam, Kashmir, resulted in the deaths of 26 civilians,
primarily Hindu tourists. Indian media attributed the attack to Pakistan-based groups, while
Pakistani media denied involvement, suggesting it was an internal issue within India. The
incident led to diplomatic tensions, with both countries exchanging accusations. This event
highlights how media narratives in both nations can shape public perception and influence
diplomatic relations.
References
McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. Public
Opinion Quarterly.
Roozenbeek, J., et al. (2020). Susceptibility to misinformation about COVID-19 around
the world. Royal Society Open Science.
Pew Research Center (2020). Voters’ Media Habits and Attitudes in the 2020 Election.
Gill, R. (2018). The globalisation of the #MeToo movement. Feminist Media Studies.
Shah, D. (2017). Media and Political Protests in Pakistan: A Study of PTI Dharna 2014.
Pakistan Journal of Social Sciences.
Holmes, O. (2021). How Media Shapes Public Opinion in the Israel-Gaza Conflict. The
Guardian.
Wikipedia
